Win/loss programs don’t fail because the data isn’t useful, they struggle because executives don't see how that data changes decisions. In this session, I'll share ways to secure executive buy-in for a win/loss program. Key to this is reframing this from a vague research effort into a revenue-critical decision system. Drawing on real-world experience, frameworks and best practices, I'll explore how product marketers can connect buyer insights to executive priorities such as win rate improvement, competitive risk reduction, and growth acceleration. Join in to learn how to position win/loss analysis in a way executives understand, fund, and act on. Get ready to operationalize insights across product, sales, and marketing so they don’t just sit in a slide deck, but actually bring value.